Zara Fina lpresentation questionnare
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ZARAField Study
IntroductionFashion apparel retail store from SpainEstablished globally; 4 stores in the Lebanon.
VerdunDowntowonDbaiyeh-ZalkaSaida
Fashion at affordable prices positioningUnique business model
SWOT: External Analysis
OpportunitiesStandardized fashion
industry
Internet retailing
Increased buying
power of Zara’s target
market
Importance of
differentiation in
retailing
Metrosexuality trend
ThreatsEstablished competitors
Economic downtrend –
customers may turn to
discount stores like
Mango, and OXYGEN.
Price sensitivity of Zara’s
target market, looking for
more at less
Continuous changing
trends in the fashion
industry
SWOT: Internal Analysis
StrengthsUnique business model:
vertical integration and
working through the whole
value chain
In-house production:
flexibility in terms of variety,
amount, sizes of products &
very quick to response to
needs of consumers
Central distribution:
minimizing lead times
Best designs: very quick
fashion follower
Weaknesses
Not realized economies of scale Higher R&D costs to respond quickly and efficientlyTendency to prefer another brands: different tastes & expectations No advertising besides in store
Research Objectives Looking into the potential consumers’ buying behavior with regard to fashion apparel Consumers’ purchase intention Apparel purchase behavior Key attributes that consumers look for when buying apparel Evaluation of the Zara product concept and potentialDesired brand image for Zara
Examine possibility of introducing Zara to the ------ market Examine brand awareness and brand knowledge of Zara Examine tendency toward shopping Zara’s clothesIdentify the best location for a Zara store in LebanonExamine the potential for a male, Female product line
MethodologyData Collection Method
Purpose of study: to gather information about Zara Brand Image and consumers’ purchasing habits and behaviors, attitudes, awareness level, purchase intentions, brand’s positioning, competitors, etc.
Sampling Method(cont’d)
Sample size: 50 people 68% Female- 32%Male32% Age Between 18-2436% Age Between 25-3044% income below $500
Sampling Method(cont’d)32% Under Graduate
44% Students
Findings
Awareness and Usage Behavior 90% have purchased once
from Zara stores 34% Spent for every
purchase in the average $300-$500.
32% shopped in ZARA in the recent three months
Factors Influencing Buying Decision
1. Family and Friends (68%)2. In-stores Displays(16%)
1.Price of product choices (32%)
2.Discounts offered (16%)3.Variety of product
choices (10%)
Brand Image1. 32% Buy Zara Products Because its
Sexy2. 24% Buy Zara Products Because its
Young
Brand Awareness1. 44% Zara Would be their first choice of buying
fashion2. 56% Would Definitely recommend Zara to others3. 40% Consider that Zara Offer good Quality
Products4. 48% Consider Zara as one of their favorite Brands5. 48% Would Prefer to Buy Zara if compared to the
same feature of another brands
Conclusion Target market: females aged 14-30
young, Sexy, Chic, economically conservative, and fun
Trendy, attractive, young brand image Unique business model – success
Product Zara will offer fresh, stylish, trendy,
vibrant products to the female and Male consumer
Affordable and fashoinable
Thank you!